The trend: Growing economic pressure and shifting consumer expectations are fundamentally reshaping how, where, and when US consumers buy groceries.

Traditional supermarkets are losing share. Chains such as Publix and Safeway lost 40 basis points of share in the trailing 12 months ended February 2026, according to Consumer Edge data. That share is being redistributed to differentiated formats, including specialty grocers (such as Trader Joe’s), which gained about 30 basis points; discount chains (Aldi), which gained 10 basis points; and online players (Instacart), which also gained 10 basis points.

Omnichannel shopping is the norm. What was once a binary choice between shopping in a store and online has evolved into a fluid journey. More than 94% of grocery shoppers bought at least one item both in-store and online last year, per a new report from FMI–The Food Industry Association and NielsenIQ. That shows how consumers toggle between channels depending on factors ranging from price to convenience and value.